2021 is set to redefine marketing in the 21st Century

The events of 2020 upended so much of what we took for granted, but also clarified what’s important, reignited community spirit and ingenuity, and generated worldwide change. Emerging from this shadow, there is a universal need to look forward with focus and engage with people on their own terms. There is a sensation of new beginnings to the year ahead and tempered excitement around emerging trends that will shape the future marketing landscape.

Rise of the individual 

Almost overnight, people started living very differently, which changed the way they gather information. For instance, people avoiding public transport won’t see the advertising that used to adorn their daily commutes. This collective displacement has created a need for marketers to adapt to new routines with fresh ideas and seek new touchpoints of interaction. The solutions to these problems for marketers lie in bespoke, individualised customer experiences that restore the connection, sense of place and belonging that have been damaged by the pandemic.

Marketers taking up this challenge won’t be stuck for inspiration. Individual innovation and ingenuity came to the fore in 2020 to tackle urgent problems that couldn’t wait for wholesale solutions. From home-workers repurposing their ironing board as a standing desk to entrepreneurs launching new businesses. As part of their drive to start thinking of people as co-creators, brands will need to reframe their own role in the relationship from sole fixer to collaborative enabler. Nike’s personalised footwear proposition Nike By You is a platform that lets people tailor their own perfect shoe. Meanwhile, social gaming platform Roblox is growing fast, letting players design, buy and sell digital fashion items.